Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Asos debuts loyalty scheme

Asos has launched its first ever loyalty scheme today, which will provide shoppers with the chance to earn points for each purchase.

The etailer, which today revealed a sales rise of 26% for the two months to February 28, has launched a trial for selected customers. It is currently testing the Asos Rewards scheme in the UK with a “small selection of customers” and will be asking for regular feedback.

For every pound spent at Asos the etailer will give shoppers five reward points. Each point will be worth 1p and each month the points will be converted into a unique reward code which can be used online at the etailer.

In an email sent to some customers Asos said: “You don’t have to do anything other than enjoy the experience… and earn as you shop.”

Shoppers will also be able to earn additional bonus points. The trial is expected to last until autumn 14.

Readers' comments (4)

  • So... Spend £500 to get a £25 top?
    Actually costing ASOS c£6-8 (2%).
    Cheap way of getting consumer feedback and some free PR.

    Unsuitable or offensive? Report this comment

  • Actually it is designed to keep customers coming back and generate more repeat turnover and therefore more sales - I doubt they are too concerned about the feedback or very little PR it may generate. It is a sales tool - and whether it is 2 percent or 5 percent of cost it is not actually cheap - that is a large amount. It is done by many companies with varying degrees of success but from my experience it can work well.

    Unsuitable or offensive? Report this comment

  • It works at Liberty. It would make me buy brands such as Whistles from ASOS rather than direct

    Unsuitable or offensive? Report this comment

  • 5% does not excite my customers. Not when retailers are going into sale so often at much heavier discounts. Mid season sale has been crazily early this year. Great for consumers, less so for margins, especially in stores.

    I think it's smart Asos are only testing the reward scheme, as I don't think it will be a 'success'. Yes consumers will sign up online to get their free 5%, I just don't expect loyalty to be the outcome. It is not comparable to supermarket schemes.

    The test gains free PR (in this case free editorial in the press) and they will be able to analyse performance vs those not invited to the scheme.

    I hope (and expect) they are interested in their customer feedback. That will be their most powerful 'sales' tool.

    Unsuitable or offensive? Report this comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.